Advertised brand: Wyeth Gold
Advert title: See the World at home
Advertising Agency: TBWA\ Hong Kong
Media Agency: OMD Hong Kong
Creative Director: Ken Hui
Associate Creative Director: Mike Wu
Associate Creative Director: Annie Loo
Senior Copywriter: Shawni Cheung
Art Director: Alan Wong
Associate Art Director: Bowie Ho
Digital Producer: Denny Wong
Launched: Jun, 2013
Awards:
- Spikes Asia: Bronze x 1
- W3: Gold x 1, Silver x 2
- Marketing Excellence Awards: Gold x 1, Bronze x 2
- Maketing Mob-Ex Awards: Silver x 1. Bronze x 1
- Hong Kong Kam Fan Advertising Awards: Bronze x 1
- Yahoo! Big Chair Awards: Winner of the best Content Marketing Campaign
Insight
Hong Kong parents understand that kids are growing up in a globalized world but find it difficult to raise 'global' kids without the time and expense. So Wyeth made it their mission to bring the world to Hong Kong kids instead.
Idea
'See the world at home' is about broadening kids' horizons. While exploring our app, kids discovered landmarks via Google Streetview. Each discovery unlocked a virtual flashcard in three languages. More cards could be downloaded from magazine and out-of-home ads. Kindergartens used the app to teach in a new way. Their fun experiences were shared on our YouTube channel.
Results
In just two months:
． +9 million learning miles earned (equivalent to 350 times around the world!)
． Helped kids understand the world: 97% agreed
． New users grew by 65%
． Helped kids understand the world: 97% agreed
． New users grew by 65%
． R.O.M.I. 1:26
